persuasive advertising evidence based principles

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Persuasive Advertising

Author : J. Scott Armstrong
ISBN : 9781403913432
Genre : Business & Economics
File Size : 71. 57 MB
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This book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this. The author is a leading authority on marketing and the range and scope of this work is such that it is sure to become the standard work on advertising.

Influence Pearson New International Edition

Author : Robert B. Cialdini
ISBN : 1292022299
Genre : Compliance
File Size : 56. 22 MB
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Influence: Science and Practiceis an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say yes to another's request). Written in a narrative style combined with scholarly research, Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and in other positions inside organizations that commonly use compliance tactics to get us to say yes. Widely used in classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of persuasion. Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity.

The Progress Principle

Author : Teresa Amabile
ISBN : 9781422142738
Genre : Business & Economics
File Size : 33. 48 MB
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What really sets the best managers above the rest? It’s their power to build a cadre of employees who have great inner work lives—consistently positive emotions; strong motivation; and favorable perceptions of the organization, their work, and their colleagues. The worst managers undermine inner work life, often unwittingly. As Teresa Amabile and Steven Kramer explain in The Progress Principle, seemingly mundane workday events can make or break employees’ inner work lives. But it’s forward momentum in meaningful work—progress—that creates the best inner work lives. Through rigorous analysis of nearly 12,000 diary entries provided by 238 employees in 7 companies, the authors explain how managers can foster progress and enhance inner work life every day. The book shows how to remove obstacles to progress, including meaningless tasks and toxic relationships. It also explains how to activate two forces that enable progress: (1) catalysts—events that directly facilitate project work, such as clear goals and autonomy—and (2) nourishers—interpersonal events that uplift workers, including encouragement and demonstrations of respect and collegiality. Brimming with honest examples from the companies studied, The Progress Principle equips aspiring and seasoned leaders alike with the insights they need to maximize their people’s performance.

Pre Suasion

Author : Robert Cialdini
ISBN : 9781501109812
Genre : Business & Economics
File Size : 48. 76 MB
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“Best Business Books of 2016” —Financial Times Inc.com’s Geoffrey James Names Pre-Suasion Best Sales and Marketing Book of 2016 NEW YORK TIMES BESTSELLER WALL STREET JOURNAL BESTSELLER The author of the legendary bestseller Influence, social psychologist Robert Cialdini shines a light on effective persuasion and reveals that the secret doesn’t lie in the message itself, but in the key moment before that message is delivered. What separates effective communicators from truly successful persuaders? Using the same combination of rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to capitalize on the essential window of time before you deliver an important message. This “privileged moment for change” prepares people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change “minds” a pre-suader must also change “states of mind.” His first solo work in over thirty years, Cialdini’s Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener’s attitudes, beliefs, or experiences isn’t necessary, says Cialdini—all that’s required is for a communicator to redirect the audience’s focus of attention before a relevant action. From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini draws on an array of studies and narratives to outline the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, “Yes.”

Influence

Author : Robert B. Cialdini
ISBN : UOM:39015005527802
Genre : Psychology
File Size : 34. 63 MB
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Based on a study of a wide array of decision situations--from corporate boardrooms to Tupperware parties--a psychologist enumerates six fundamental patterns that are the underlying bases of tactics of persuasion and explains how they are used to elicit ag

Persuasion In Advertising

Author : John O'Shaughnessy
ISBN : 0415322235
Genre : Business & Economics
File Size : 55. 46 MB
Format : PDF, Kindle
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Effective advertising is, almost always, persuasive advertising, and while not all advertising seeks to persuade, in a competitive situation those who best persuade are those most likely to win. This exciting new book seeks to explain the precise ways in which advertising successfully persuades consumers, setting out the strategies for advertisers to adopt and illustrating the theories at work. Offering not only a conceptual and theoretical grounding in persuasive techniques, this book also provides concrete empirical research that is uniquely incorporated into a marketing textbook format. The authors cover topics including: difficulties of persuasion, rationality and emotion in persuasion, positive reinforcement techniques and cognitive approaches to persuasion. To illuminate these theories, the authors include original case-studies on campaigns as diverse as Death Cigarettes, Mecca Cola, The Oxo Family and Renault Clio, as well as recent advertisements from BMW, McDonalds, Omega and Silk Cut. A genuinely fresh text on the art of persuasion in advertising, this book is essential reading for all marketing students and academics.

Visual Persuasion

Author : Paul Messaris
ISBN : 0803972466
Genre : Business & Economics
File Size : 41. 29 MB
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The pictures in television commercials, magazine advertisements and other forms of advertising often convey meanings that cannot be expressed as well, or at all, through words or music. Visual Persuasion is an exploration of the uniquely visual aspects of advertising. Because of the implicit nature of visual argumentation and the relative lack of social accountability which images enjoy in comparison with words, pictures can be used to make advertising claims that would be unacceptable if spelled out verbally. From this starting point, Paul Messaris analyzes a variety of commercial, political and social issue advertisements. He also discusses the role of images in cross-cultural advertising.

An Illustrated Book Of Bad Arguments

Author : Ali Almossawi
ISBN : 9781615192267
Genre : Philosophy
File Size : 28. 85 MB
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“A flawless compendium of flaws.” —Alice Roberts, PhD, anatomist, writer, and presenter of The Incredible Human Journey The antidote to fuzzy thinking, with furry animals! Have you read (or stumbled into) one too many irrational online debates? Ali Almossawi certainly had, so he wrote An Illustrated Book of Bad Arguments! This handy guide is here to bring the internet age a much-needed dose of old-school logic (really old-school, a la Aristotle). Here are cogent explanations of the straw man fallacy, the slippery slope argument, the ad hominem attack, and other common attempts at reasoning that actually fall short—plus a beautifully drawn menagerie of animals who (adorably) commit every logical faux pas. Rabbit thinks a strange light in the sky must be a UFO because no one can prove otherwise (the appeal to ignorance). And Lion doesn’t believe that gas emissions harm the planet because, if that were true, he wouldn’t like the result (the argument from consequences). Once you learn to recognize these abuses of reason, they start to crop up everywhere from congressional debate to YouTube comments—which makes this geek-chic book a must for anyone in the habit of holding opinions.

Hidden Persuasion

Author : Marc Andrews
ISBN : 9063693141
Genre : Design
File Size : 50. 19 MB
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This book explains the psychology behind fifty effective influence techniques of visual persuasion and how to apply them.

The Persuasion Handbook

Author : James Price Dillard
ISBN : 0761920064
Genre : Philosophy
File Size : 61. 95 MB
Format : PDF, ePub
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The Persuasion Handbook provides scholars with cogent, comprehensive summaries of the latest research in a diversity of areas related to persuasion. From a topical standpoint, the book covers issues of interest to interpersonal and mass communication researchers as well as psychologists and public health practitioners. In addition to its summary function, each chapter identifies key challenges to the area and lays out research strategy for addressing those challenges.

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